This is how you increase the chance of being quoted by AI

AI services often retrieve sources from pages that are already rated well in search. That means that the work of becoming visible in AI does not necessarily require a completely new strategy. In many cases, it is about using existing SEO data in a more targeted way.

Start by finding where competitors are quoted

A useful starting point is to map AI responses where your competitors are used as a source, but where your own business is not visible.

This can give a clear picture of the issues, themes and search that AI services already connect with competitors.

Instead of starting with a broad question like ‘what should we write about?’, you can thus start from specific areas and landing pages where other actors already get visibility.

See the search terms on which the source pages rank

The next step is to examine since the AI service has chosen to quote.

What keywords do the page rank on in Google? What themes do they cover? And what does your own visibility look like on the same searches?

This may facilitate the identification of the competitors’ content.

For example, if the competitor’s page is well ranked on several relevant searches around a particular theme, this may be a signal that the theme should also be prioritised in your own SEO strategy.

Improving the pages that already have potential

It is not always necessary to create new contents.

If you already have a relevant page that ranks outside of top 10, it may be more effective to improve this one.

Please refer to, inter alia:

• responds well enough to the search expression
• covers the theme thoroughly enough
• has a clear structure
• lack of information covered by competitors
• can be reinforced by relevant internal links and FAQ

The aim should be to make existing content more competitive before you start creating new pages.

Create new content where you lack coverage

If you don't rank the theme at all, it might be a clear content gap.

A new page, guide, comparison, FAQ or other content may then be needed that responds better to the actual user search.

Here it is important to look at what kind of content is already ranking. A search requiring a comprehensive guide should not necessarily be answered with a short product page, and vice versa.

The content should be built around both the search for and the visibility of the activities.

Priorities more than traffic only

Not all keywords and AI citations are equally valuable.

A theme may have high search volumes without being particularly relevant to the activity. Therefore, potential measures should also be considered on a commercial basis.

Prioritize themes such as:

• is relevant to your products or services
• meet potential customers in important parts of their customer journey
• can contribute to demand and sales;
• support areas you want to grow within

The goal should not be to be quoted by AI as much as possible, but rather to be visible in the AI responses that are relevant to you.

SEO and AI searches should be considered in context

AI search changes how people find and assess information, but it doesn't mean that traditional SEO has become less important.

A good procedure may be to start by seeing where competitors are quoted in AI searches, to analyse which pages and keywords are behind visibility and to use this as a basis for prioritising SEO and content actions.

In that case, AI visibility will not become a separate project on the side of SEO work, but another source of insight into what the business should prioritise.